Moreno ’ s Liquor
The Morenos constantly search for innovative new products .
In addition to offering samples and personalized customer service , Moreno ’ s Liquors also hosts a wide variety of in-store events geared towards providing customer education . Oftentimes the events will feature guest tequileros and mezcaleros , or showcase different tequila and food pairings .
Brewrachos , an aged beer and whiskey showcase , is an annual event taking place for the fifth time this December . Limited quantities of barrel-aged products are released throughout the day . The event also features tastings , raffles and other activities . People from all around the Chicago area regularly attend this popular event .
Effective marketing has been crucial to the success of Moreno ’ s Liquors . The retailer ’ s website was recently overhauled for the first time in six years , in preparation to start online sales . The
majority of the businesses ’ marketing efforts are online , including the use of Google keywords and social media , and all of the marketing for the company is done in-house . Moreno ’ s Liquor has a strong presence on Facebook , Instagram and Twitter , which have all been key avenues for reaching out to customers .
“ I use my name and post my picture on our social channels ,” the younger Moreno says . “ Customers really appreciate the personal interaction with the owners . It helps us build sales .”
Education also comes into play on social media . The Morenos have developed a video series featuring their family and other experts sampling and discussing various tequilas and craft beers , helping them serve and educate customers beyond the traditional in-store shopping experience .
Social media is a key method of spreading the word about the store ’ s various philanthropic activities . The Moreno family is dedicated to giving back to the community where they live and work , in order to help the neighborhood continue to thrive , and to give back to people who have been longtime supporters of their business . By partnering with various non-profit and community groups , Moreno ’ s Liquors regularly sponsors a number of events , including the annual Villapalooza , a Latin music festival held in the Little Village neighborhood .
LOOKING TO THE FUTURE Several major projects are in the works for Moreno ’ s Liquors . While the retailer has already entered the online sales arena , that process has not been without challenges .
The current location is 14,000 square feet .
14 Beverage Dynamics • November / December 2018 www . beveragedynamics . com